Fashion Wheels: Lorenzo Martone Discusses His New Bicycle Venture

Lorenzo Martone came up with the idea to make bicycles that are not only functional, but also fashionable, when, upon moving into a new, small, apartment, he realized that his unattractive bike would be part of the decor. Why not make some that look good? His Martone Cycling Co. bikes come in five colors: gold, silver, red, white and black, each with a bright red chain. Coordinating locks and helmets are coming soon. Paris boutique Colette was the first retailer to carry them, and now they are in Saks Fifth Avenue in the U.S., and coming soon to the Conran Shop in London. The wheels have even landed in the windows of Saks Fifth Avenue, which was quite a thrill for the Brazilian-born former advertising and PR executive (and former fiancé of Marc Jacobs). Elle.com sat down with Martone to talk about the bikes, his inspiration, and how he felt when he heard that Karl Lagerfeld picked up some wheels.